Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Adult Incontinence in China

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Executive Summary

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TRENDS

Adult incontinence was still in the emerging stages of development in China in 2016. The majority of consumers are still sensitive to price and have low brand conscious. As a result they prefer to choose products with high value but economy prices. Therefore, the category is still filled with economy products that are targeted at the mid-to-low-end of the market. Furthermore, the category still has a low concentration with consumers caring more about the basic function of the products instead of the brand.

COMPETITIVE LANDSCAPE

With good product quality and a wide distribution network, Hengan Fujian Holding Co Ltd led the category with a value share of 16% in 2016. The company launched a new range focusing on the mid-to-low end of the market offering economy products. Furthermore, to meet the growing demand, the company also planned to expand its production line.

PROSPECTS

With the consumer base set to get larger in the forecast period, consumer demand for adult incontinence will increase as well. Different types of products should be provided for consumers with different levels of incontinence. For instance, for consumers with light incontinence, products which are leak proof will be sufficient. Meanwhile for consumers with heavy incontinence, pants with excellent absorption and convenience will be more suitable. In addition, manufacturers will look to develop different products particularly for female and male consumers. Therefore, to meet these diversified demands, a greater level of differentiation will be needed in the future.

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